How to Create a Web Analytics Measurement Plan - Strategy

HOW TO CREATE A

WEB ANALYTICS

MEASUREMENT PLAN

RYAN STEWART

HTTP://WEBRIS.ORG

FULL ARTICLE: HTTP://WEBRIS.ORG/HOW-TO-CREATE-WEB-ANALYTICS-MEASUREMENT-PLAN/

http://webris.org


• A measurement plan is the first step in a

successful analytics campaign

• Without it, nothing else will function properly and

your data will be improperly tagged, incomplete

and out of context

Why do you need one?

• Outlines the expectations, objectives and goals

• Defines what success looks like

• oh, you drove 1,000,000 visits – so what?!

• Stops data overload

• What do we need and why? Saves you time from digging through endless data sets and reports

• Builds KPIs and framework for developers to implement proper JavaScript tagging/tracking

• Ensures you are tracking the right aspects so you can make data driven decisions about your marketing spend

REMOVES GUESSING – EVERYTHING YOU NEED TO MAKE BETTER DECISIONS IS IN CLEARLY LAID OUT IN YOUR DATA


MEASUREMENT

PLAN

OBJECTIVES


1. State your business objectives

2. Craft goals that drive business objectives

3. Define key performance indicators (KPIs)

4. Set concrete targets and benchmarks

5. Reports, data governance, frequency and

segments

6. Analyze, adjust, make decisions and

improve


SAMPLE PLAN:

ONLINE

SNEAKER STORE


STEP 1: DOCUMENT OBJECTIVES – DESIRED OUTCOMES

These should be high level organizational objectives that

answer the ‘why’ questions:

• Why does my website exist?

• Why are we undertaking this marketing effort?

All efforts should map back to these principles.

Anything outside of this scope should be rejected.

Make sales online

Business

Objectives


STEP 2: CREATE GOALS/STRATEGIES

Goals and strategies are what drive success of a given

business objective. It completes the following sentence:

In order increase our sales, we must [ build our email list |

increase repeat purchases | reach customers in new

markets | Increase website conversion rate ].

Make sales online

Business

Objectives

+ Build email list

Goal


STEP 3: CHOOSE KPIs

A key performance indicator (KPI) is a measure (metric) that helps you

understand how you are doing against your objectives.

• Consider these the heartbeat of campaign/site

• Indicators that say something is wrong or right

Attributes of a great KPI

• Un-complex

• Relevant

• Timely

• Instantly useful

Make sales online

Business

Objectives

+Build email list

Goal

+ Form

conversion rate

+ Cost per email

lead

+ Welcome email

bounce rate

KPIs


STEP 4: SET TARGETS/BENCHMARKS

Targets and benchmarks will provide context into

performance:

• Forecasts goals (progress)

• Will assist with trends (delta)

• Benchmarks assist with optimization and actions

• Identifies progress and deltas

Targets help determine the success of your efforts.

Make sales online

Business

Objectives

+Build email list

Goal

+ Form

conversion rate

+ Cost per email

lead

+ Welcome email

bounce rate

KPIs

+ > 10%

+ < $5.00

+ > 5%

Target


STEP 5: DETERMINE REPORTS + SEGMENTS

The amount of data available is staggering. Planning out

how to report on the data with the right data segments helps

saves time, headaches and keeps you moving forward.

Segmentation is a key tactic that makes it easy to

understand what might be causing a great performance or a

bad one.

Make sales online

Business

Objectives

+Build email list

Goal

+ Form

conversion rate

+ Cost per email

lead

+ Welcome email

bounce rate

KPIs

+ > 10%

+ < $5.00

+ > 5%

Target

+ Conversion

eVar report

+ Segment by

traffic source, ad

group, subject

line

Reports +

Segments


STEP 6: ANALYZE, ADJUST AND IMPROVE

By looking at the data laid out from the previous slides, we can ask

questions and make informed decisions about the campaign:

• What traffic source is causing the most abandonments and why?

• What steps can we take to maximize opt ins?

When we look at all of the measures, we can answer bigger questions:

• Was this campaign worth the time, effort and money?

• Should we be investing more money into this strategy?

When mined properly, data doesn’t lie.


Build 1 to 1 relationship with customersBusiness

Objective

Campaign

Goals

KPIs

Targets

Reports

Segments

Successfully reach audience Collect information via opt in form

KPI: LP Conversion rate

Target: >2%

Report: Goals

Segments: Campaign, Traffic

Sources

KPI: Email CTR (long term

measurement)

Target: <2% per send

Report: ET

Segments: None

KPI: # of Social follows from LP

Target: >1%

Report: Goals

Segment: Social follows

Improve customer data/lead quality

(ongoing goal)

KPI: Ad Unit/Link CTR

Target:

Facebook >.5%

Display >.1%

Email >.1%

Text >5%

Twitter >5%

Search (Home) >2%

Report: Ad server reports, Bitly

Segments: None

KPI: 301 Hits & Conversion Rate

Target:

Hits >20%

Conversions >2%

Report: Custom

Segment: None

KPI: Visitor loyalty

Target: >50% return to site within

30 days and consume 2 pages of

content

Report: Goals

Segment: Email Traffic

KPI: Level of submission (Prizes 1 -

3)

Target: Level 1 Only > 60%; Level 1

& 2 > 40%; Level 1, 2 & 3 > 20%

Report: Goals, Custom conversion


Sources, Visitor Type

KPI: Total opt ins

Target: 2,000

Report: Goals



KPI: Database match

Target: <2%

Report: Manual

Segment: None

KPI: Form abandonment rate

Target: <10%

Report: Custom (Possibly

heat/click map)


Sources

KPI: Cost per lead

Target: <$15

Report: Ad server + AT Internet

Segment: Campaign, Traffic


CLOSING

To read this article in more detail, please visit us on the web:

http://webris.org/how-to-create-web-analytics-measurement-plan/

Does your business need analytics help?

Read more about how I can help your business improve efforts here:

http://webris.org/services/web-analytics


http://webris.org/how-to-create-web-analytics-measurement-plan/

http://webris.org/services/web-analytics

Data & Analytics

How to Create a Web Analytics Measurement Plan - Strategy